Harcourts Victoria chief executive Sadhana Smiles said changing consumer behaviour will become a disruptive force in its own right, as people will demand increasingly high levels of service and become increasingly willing to publicise their complaints.

Ms Smiles told The Business of Real Estate conference in Hamilton Island last week that the industry has no alternative but to accept online review sites such as ProductReview, OpenAgent and RateMyAgent, because consumers increasingly rely on these portals for guidance.

“Whether we like it or not, whether we believe these portals should exist or not, they do – and they’re being driven by the client,” she said.

“It really doesn't matter what we think any more, and it really doesn't matter whether we believe in the products any more – we’re being forced to play in a space driven by the consumer.”

Ms Smiles said that while most agents are good at their job, a minority of poor performers have tainted the industry – with potentially serious consequences.